▪︎ STORYTELLING  ▪︎  LIVING A CREATIVE LIFE ▪︎ 



WELCOME TO WWW.SONJAAYAL.COM 

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My name is Sonja Ayal, the face  behind the brand. I am an independant fashion designer living in Vught, the Netherlands. My small business is all about my passion for craftsmanship. I love to create textures in different kinds of natural materials and textiles such as satin duchesse, chiffon, crepe satin, leather, feathers, cotton and wool. 3D Textile & Surface Design are made by hand to create apparels and accessories with a minimalist style and organic details. My aspiration is to design couture pieces to empower passionate women to look stunning, attractive, convident and  sophisticated. 

 


EDUCATION & INDEPENDENT BUSINESS OWNER

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After my graduation from the MEAO School of Business Administration and Economics, I went to HKU Utrecht School of the Arts and Design. During my study I did an internship in Paris at XULY.Bët. In 2002 I graduated with a bachelor’s degree in Fashion Design. Afterwards I launched my independent fashion brand selling my own handmade fashion collections at several high end boutiques, concept stores for young fashion designers and galeries in the Netherlands and in Belgium. These were very exciting and inspiring years with several creative collaborations.

 

As a young designer tough times came when being confronted with the recession in 2008 and 2009. I decided to take a break and to work for different corporate companies on several non creative projects in Finance and Administration . Nevertheless I did a couple of fashion projects like for example Con Amore 2010 and Emotional Intellegence 2012.

 

In these past years I still had the aspiration to pratice my work as a designer having my own creative business to serve others. As a matter of fact my late father was a business minded person. He always motivated us to work hard, be creative, independent and to build our own businesses.  So all of my 4 siblings are business owners. It runs in the family. By the end of 2021 I went to the Netherlands Chamber of Commerce to (re)launch my business.

 

My believe is that everybody has been given unique gifts and talents that is within ourselves. We have to discover, develop and practice them, not only for yourself, but also to serve each other. When we share our unique gifts and talents we open ourselves up to new opportunities and experiences. Together we can make this world a beautiful and happy place by sharing and respecting the uniqueness in each other.


MASTERCLASS COUTURE CORSETS & INTERNSHIP

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In october 2023 I did a Masterclass Couture Corsets by couturier Leon Klaassen Bos. In the past Leon worked for Balenciaga and at Yves Saint Laurent Haute Couture he got his training in refinement. This unique savoir-faire is applied to designs for private clients, special projects and the prêt-à-porter line of Atelier LeonLeon

 

During the Masterclass I was impressed by Leons knowledge and I noticed his great personalty. While we were talking Leon offered me an internship at his atelier in Amsterdam. I was so excited and immediatly I said yes to him. So every friday from november 2023 untill now I'm having a great time at Leons atelier with other coworkers. I'm learning so much about refinement and we're really having fun at the same time.

 


ORIGIN & CHILDHOOD

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I am an descendant of grandparents who were KNIL-soldiers. I was born and raised in the Netherlands. Originally I come from the Maluku Islands, located in Eastern Indonesia. The Moluccas have a rich history. In March 1951 the Moluccan people together with my grandparents and their children were brought to the Netherlands by the Dutch gouvernment initially on temporary basis, but history took another path. They  had to stay in different places in the Netherlands and my familiy were placed in barracks in the former concentration camp Vught, later called Woonoord Lunetten.  

 

Untill I was 12 years old I lived in barrack number 4 with my parents and siblings. For me it was a very happy time and we had a lovely carefree youth. I remember that my mother teached me how to make clothes. When we were little she regularly made us clothes. My lovely parents are Christians and led a Christian lifestyle always helping those who were in needa legacy we have to continue. There is so much more to tell, but long story short: I thank God for my lovely parents for their wisdom for us in life. They are my inspiration! Love them both! ❤️

 

 


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